Sir Richard Branson, the world-famous entrepreneur, adventurer and leading advocate of intrapreneurism, has five criteria for a product or service to bear the Virgin brand:
1. Virgin products and services must have high quality.
2. Virgin ventures must be innovative.
3. Virgin's businesses must provide good value for the money.
4. Virgin services must be challenging to existing alternatives.
5. The Virgin staff and customers must have a sense of fun.